Creative: Strategies for a Great Headline
Hell has frozen over
Rush Limbaugh is right.
(Find out INSIDE why The Nation agrees with him …)
No one on either side of the political spectrum could resist ripping into the envelope and finding the reason for this outrageous statement. They all would be thinking, "The Nation is agreeing with Rush Limbaugh? It doesn't make sense. Something must be going on. I better find out."
3. Arouse Emotions
A headline that offers a practical benefit or solution is a staple of direct-response advertising. To hit your prospects on a deeper level, however, look for an underlying emotion in your target prospect and pay it off.
Example: Team Management Briefings is a B-to-B publication that helps business managers build better teams and lead more effectively. Its OE teaser:
TEAM PRIDE! How to build stronger teams on your own and gain extra respect from your company.
Besides the obvious benefit of team-building, the teaser also stimulates the prospect's pride, independence and self-respect. It promises a way for him to look good in the eyes of his company—very important when you're dealing with a B-to-B audience.
4. Present a Problem/Solution
This technique poses a specific problem right on the envelope and then leads the prospect into the letter where the solution will be revealed.
Example: Here's how Safety Compliance Alert, a B-to-B publication which publishes news for safety compliance officers, handled it on the OE:
"Getting workers to change their bad safety habits was one of the hardest parts of my job until … "
You can do this with any product. Simply find the biggest problem or challenge affecting your audience, turn it into your headline and then position your product as the place to go for the solution. It's simple, easy, practical and involving. It's also dramatic and personal because a real person speaks.